INDUSTRY 4.0: A MARKET-ORIENTED REVOLUTION

The recent fourth industrial revolutions (Industry 4.0) is transforming the world economic system. The new technologies allow firms obtaining advances in the production process as well as the way they interact with the market along the value chain, especially with their customers. Through a survey on a Italian manufacturing firms located in the North Italy operating in Made in Italy industries, the research explores the relationships between motivations of adoption, two different groups of technologies 4.0, manufacturing-oriented and market-oriented, and the results firms achieved through the technologies adopted. Results highlights that market-oriented technologies have a central role in generating firm’s growth in terms of marketing as well as of production efficiency